Research on Consumer purchasing Preference and Marketing Strategy of Electric vehicle industry in China

Electric vehicles are the future. All countries around the world are promoting the construction of new energy vehicles. China is one of the big countries that even set a goal to achieve 100% electric car in 2050. Recently, China’s new energy vehicles appear spurt growth phenomenon, and countless manufacturers frantically expand their turf into the electric vehicle competition. Among many manufacturers, BYD and Tesla, as the two major brands in China, are in fierce competition. In this paper, consumers’ purchasing preferences are investigated through a questionnaire survey, and the current product characteristics of different new energy vehicle companies are also analyzed. Besides, the advantages and disadvantages of Tesla and BYD are mainly analyzed by comparing the marketing strategies. This paper aims to find the development direction and marketing strategies of future new energy vehicles.